The Influence Of CKOL On Consumption Intention Of Network Broadcast

In 2020,live broadcasting with goods as a kind of network live broadcasting marketing behavior ushered in a new trend of development.Due to China's special management requirements during the COVID-19 period,as well as the special psychological needs of the public during major public health events,network broadcast marketing has risen suddenly and become a new media landscape.Under such a "trend",the group of KOL(Key Opinion Leader),as the main body of network broadcast marketing,keeps growing,and new meanings are generated accordingly.In addition to key opinion leaders with professional knowledge in their fields in the traditional sense,a large number of "crossover" figures represented by mainstream media and government officials have also emerged to participate in network broadcast marketing,which puts forward new requirements for the reconstruction of KOL's meaning in the traditional sense.In this study,the concept of "CKOL"(Commerce Key Opinion Leader)was proposed for the first time.This concept is an extension of traditional KOL concept in the context of new media to meet the requirement of legal subject role of network broadcast marketing.It means "transaction Key Leader".It is the key opinion leader who leads and guides people to promote live broadcast marketing transactions.On March 5,2021,our country the new network trade supervision and management measures,in which to live online marketing main body responsibility,obligation of registration,subject to a clearly defined,and the live online marketing and the corresponding specification,the behavior of network trade competition in the reinforced CKOL as live online marketing main body responsibility consciousness,Strict management of network broadcast marketing has become an inevitable trend in China.Based on the above background,on the basis of previous scholars' research,this paper studies the impact of CKOL network live broadcast marketing and the impact of negative information of live broadcast marketing on CKOL and live broadcast platform through literature research method and questionnaire survey method.The paper proposes the following three research questions:(1)Research Question 1: Which personal attributes of CKOL in network live broadcast marketing activities will influence online consumption intention? Is reputation the most important influencing factor?(2)Research question 2: in the online live broadcast marketing activities,does CKOL have a greater impact on the online live broadcast consumption intention than the consumers' attitude towards the product itself,and does CKOL have a greater impact on the female group's online live broadcast consumption intention?(3)Research Question 3: Will negative information of CKOL's live network marketing have a negative impact on online consumption intention by reducing consumers' recognition of this CKOL?Based on the interrelationship among variables,the research hypothesis was put forward in this study,and the questionnaire distribution and collection were finally formed.Through data analysis and discussion of 311 valid questionnaires collected,the following three research conclusions were mainly drawn:(1)Research conclusion 1: In network live broadcast marketing activities,CKOL's professionalism,reputation and personal charm have a positive correlation effect on online consumption intention,but CKOL's reputation is not the most important influencing factor,and professionalism and personal charm can more influence CKOL's realization of meaning transfer.(2)Research conclusion 2: In online live broadcast marketing activities,although CKOL has an increasingly significant impact on online live broadcast consumption intention and its traffic monetisation ability is also increasingly enhanced,its personal attributes still do not surpass consumers' attitudes towards goods as the key factor affecting online consumption intention.However,the degree of personal attribute of CKOL will significantly affect consumers' cognitive judgment on the commodities consistent with its recommended content,and it is especially reflected in the influence on the consumption intention of the network live broadcast of female groups.Conclusion three(3)research: CKOL negative information in live online marketing makes CKOL in transmitted symbols,negative meaning decoding,reduce the consumer's trust in the CKOL,then influence on network expense intention,CKOL individual attribute evaluation feedback and viscosity of live platform has a negative impact.